​In a world increasingly shaped by environmental awareness, the role of sustainability has become increasingly more prominent across various industries. Digital marketing in particular, is experiencing a significant shift towards sustainable practices.

 In this blog, I will explore why sustainability has become a key player in digital marketing campaigns, why businesses should prioritise sustainability in their digital strategies, and the impact it has on talent attraction.              

The Rise of Sustainability in Digital Marketing Campaigns 

In recent years, consumers have become more environmentally conscious, demanding transparency and ethical practices from the brands they support. As a response, businesses are integrating sustainability into their core values, and digital marketing is no exception.  

Sustainable digital marketing campaigns focus on minimising environmental impact, promoting eco-friendly products, and fostering a sense of social responsibility. 

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Why is it important for Businesses to be Sustainable Across Digital Marketing? 

1. Enhanced Brand Reputation: 

Consumers are increasingly drawn to brands that align with their values. A sustainable digital marketing strategy not only attracts environmentally conscious consumers but also contributes to a positive brand reputation, creating a loyal customer base. 

2. Cost-Efficiency and Innovation: 

Sustainable practices often lead to cost savings through energy efficiency and waste reduction. Moreover, businesses embracing sustainability tend to foster innovation, pushing for creative solutions that benefit both the environment and the company's bottom line. 

3. Meeting Regulatory Standards: 

Governments and regulatory bodies are tightening environmental standards. By adopting sustainable digital marketing practices, businesses can ensure compliance with current and future regulations, mitigating the risk of legal issues. 

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Why does it matter for Companies to be Sustainable within the Digital world? 

During my time at Forward Role and as a specialist recruiter in broad digital marketing, I speak with digital professionals every day and it’s clear that there is an increase for candidates seeking employers who prioritise sustainability. 

Talented individuals are more likely to be attracted to companies whose values align with their own. By showcasing a commitment to sustainability not only across Digital campaigns but throughout the whole company, this signifies their dedication to making a positive impact on the world. 

 Climate change and looking after our planet for future generations is something we are incredibly passionate about. Forward Role partnered with environmental start-up Greenify, to offer our clients a market-first Green Talent Solution. Our clients have the opportunity to offset the environmental footprint of each new hire for a year, with certified natural climate solutions that rebalance a typical person’s annual ecological footprint.

Each Greenified hire is underwritten by:

• 12.7 tonnes of nature-based carbon offsets per hire

• 34kg of ocean-bound plastics captured and recycled per hire

• 8 trees planted per hire

Being able to offer our clients the ability to off-set CO2 emissions, reduce plastic waste and combat deforestation contribute to the wider global goals, contributes to their own sustainability goals, and helps them to attract the brightest digital candidates on the market.

Why is it Sustainability Important for Talent Attraction? 

 In today's competitive job market, candidates are increasingly drawn to companies that embody a clear sense of purpose and responsibility, particularly in the realm of sustainability.  

 For digital marketing professionals, the desire to work for a sustainable company extends beyond traditional job benefits. Let's delve deeper into what I have personally heard from current digital candidates in the market.  

1. Meaningful Contribution: A lot of candidates that I speak to regularly are motivated by the prospect of making a meaningful contribution to the world through their work. Therefore, when a company prioritises sustainability in its digital marketing efforts and throughout their company, professionals can see their role as more than just a job – it becomes a means to contribute positively to the planet. 

2. A Shared Vision: Working for a sustainable company means aligning with a shared vision for a better future. Candidates seek employers whose goals extend beyond profit margins, focusing on initiatives that benefit society and the environment. A clear and inspiring vision becomes a driving force, compelling digital marketing professionals to give their best in enhancing digital marketing campaigns to showcase this! 

3. Personal Fulfilment: Beyond financial rewards, candidates are increasingly prioritising personal fulfilment in their careers. Joining a sustainable company provides a sense of accomplishment, allowing digital marketing professionals to take pride in contributing to a cause that extends beyond business objectives. 

4. Ethical Marketing Practices: Professionals in digital marketing often encounter ethical dilemmas, especially when promoting products or services that they do not support. Working for a sustainable company allows them to engage in marketing practices that align with their personal values, avoiding conflicts between ethical considerations and professional responsibilities. 

5. Building a Legacy: Candidates seek opportunities to be part of something larger than themselves. Sustainable companies, with their focus on leaving a positive impact on the world, offer professionals the chance to contribute to a legacy – a story of positive change that they can proudly share across the world.  

6. Attracting Like-Minded Colleagues: The desire to work with like-minded colleagues who share similar values is a strong motivator. Sustainable companies often foster a community of individuals driven by a common purpose, creating a supportive and collaborative work environment. 

In my experience the younger workforce, particularly Millennials and Gen Z, actively seeks employers who prioritise sustainability. Companies that integrate sustainable practices into their digital marketing campaigns are better positioned to attract and retain top talent from these demographic groups. Sustainable companies are seen as forward-thinking, offering employees the opportunity to be part of an industry that is not only adapting to change but actively contributing to shaping a sustainable future. 

 In essence, candidates are drawn to sustainable companies because they see their work as a means of fulfilling a greater purpose. A clear and compelling goal for the company becomes a driving force, motivating digital marketing professionals to push the boundaries of creativity and innovation, and ultimately creating campaigns that not only sell a product but contribute to a positive and sustainable future.  

Working with Forward Role

For help expanding your horizons and driving change in your industry through intelligent recruitment, contact us. 

At Forward Role, you’ll find genuine Digital & Ecommerce recruitment experts, who care passionately about delivering for our clients and candidates.

If you're a client, you can expect exceptional delivery and communication as a matter of course. 

If you're a candidate, we'll treat you the way we'd like to be treated when making an important life decision like moving jobs. 

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Molly Turner is a Contract Digital Recruitment Consultant at Forward Role - check out Molly’s latest roles HERE!